Návrh zavedení nového produktu na potravinářský trh

Abstract

The main objective of the diploma thesis is to determine preferred attributes of the product and to propose a concept of a new product of the company KALMA, k.s. The product is coconut plant yogurt. The theoretical part is focused on product management, process of creating new products, introducing new product to the market and others. The application part deals with the acquisition of primary data by pre-research and conjoint analysis and subsequent analysis of the results from this marketing research. The results are the basis for suggestions and recommendations for company KALMA, k.s., which can lead to improve customer satisfaction with the introduced product.